Identity Style GuideVersion 1.0 – May 2020
Contents
NMMS Mission
New Mexico MainStreet develops local capacity to engage people, rebuild places and grow the entrepreneurial, creative and business environment resulting in economically thriving downtowns, greater business and employment opportunities and a higher quality of life.
This Identity Style Guide
This brand identity standards guide has been developed to help you use the New Mexico MainStreet logo and assets when creating and producing materials for your own communications, initiatives and events. The New Mexico MainStreet brand is intended for long-term use. In order to protect its identity, and to achieve recognition and acceptance of the brand and its identity, it must be used consistently and correctly every time its seen. Remember the three C’s when working with the brand: be consistent, be comprehensive, and be cohesive. This is a living document and will be periodically updated as the visual identity evolves — be sure to review all portions of this guide. However, please keep in mind that some standards may be altered or supplemented in future versions of this guide.
Logo Guidelines 3
Logo Spacing 6
Color Palette 7
Typography 8
Typography Samples 9
Logo Application 10
Four Point Logos 13
Four Point Logos Application 14
2
Logo Guidelines
The New Mexico MainStreet logo is a very valuable asset and the keystone element when it comes to the New Mexico MainStreet brand. It embodies the overall mission and architecture of New Mexico MainStreet, the Main Street Approach™ and services provided to communities, as well as the program and communities’ successes.
There are a variety of provided logos, with and without the “Engage People, Rebuild Places, Revitalize Economies” tagline, in full color as well as black and white versions for grayscale and high contrast applications.
The following guidelines are basic do’s and don’ts when using the logo and how to best optimize its impact with supporting photography, patterns, and backgrounds.
vertical logo
horizontal logo
badge no border logo
NMMS symbol logo
badge border logo
Although the long-term goal of the New Mexico MainStreet logo and brand is instant identification without any words attached, we have to build that overall visual recognition and connection first. In order to do that, generally, this symbol logo should only be used when the full New Mexico MainStreet logo (with or without the tagline) is being displayed elsewhere on the same collateral.
To learn more about the logo elements and how it relates to NMMS, watch a short video at: youtu.be/JNzd6-zo6QA
3
Logo Guidelines
Do not stretch the logo when resizing. It should always be resized proportionally.
Generally, the logo should only be seen in the specified brand color palette.
Do not use any effects on the logo, including drop shadows, glows, bevel/emboss, etc.
Do not use the logotype portion of the logo without the symbol.
Do not outline or add a stroke to any portion of the logo.
Do not create, add text to, resize, or reposition logo elements.Do not rotate any portion of the logo.
4
Logo Guidelines
nmmainstreet.org
Do not use the logo on busy patterns or busy photo backgrounds.
DO use the logo on flat backgrounds in a color that achieves high contrast.
Do not use the logo with white background/box on photography or colored backgrounds.
DO use solid colored boxes for the logo to combat busy photography, backgrounds and patterns.
DO use solid colored boxes for the logo to combat busy photography, backgrounds and patterns.
Do not use the logo on busy patterns or busy photo backgrounds.
In grayscale productions, use only the provide black (or white) one-color logo.
Do not use the logo in a color that achieves low contrast.
In grayscale productions, use only the provide black (or white) one-color logo.
5
Logo Spacing
In order to maintain clear legibility of the logo, it must be surrounded with a minimum amount of ‘clearspace’.
This isolates the logo from competing elements such as text, other logos, photography, or background patterns that may detract attention and lessen the overall impact.
Using the logo in a consistent manner across all applications helps to both establish and reinforce immediate recognition of the New Mexico MainStreet brand.
The clearspace minimum is equivalent to the height and width of the “M” in “MainStreet”, regardless of the size at which the logo is displayed (in print or digital).
6
Color Palette
Color Hierarchy
New Mexico MainStreet’s brand color palette further tells the story of the organization and the rich New Mexican downtown culture and landscape.
Which Code Do I Use?Print: CMYK, PMS (Pantone)Web: RGB, Hex (Code)
The NMMS color palette swatches, by design, work well together – whether two colors are being utilized or all of the swatches. This hierarchy chart should be used as a guide of importance when utilizing multiple colors.
Primary
Secondary
Design Scarlet
CMYK: 2.90.100.0RGB: 234.65.37Hex: #EA4125PMS: 7417 CPMS: 173 U
NM Brick
CMYK: 18.92.100.8RGB: 190.56.38Hex: #BE3826PMS: 7599 CPMS: 484 U
EV Gold
CMYK: 0.28.88.0RGB: 254.189.56Hex: #FEBD38PMS: 136 CPMS: 7406 U
NM Sunray
CMYK: 0.46.88.0RGB: 248.155.56Hex: #F89B38PMS: 157 CPMS: 130 U
Promo Sky
CMYK: 57.0.30.0RGB: 102.198.191Hex: #66C6BFPMS: 325 CPMS: 7472 U
Four Points Gray
CMYK: 50.42.42.6RGB: 133.132.132Hex: #858484PMS: 403 CPMS: COOL GRAY 10 U
MainStreet Midnight
CMYK: 59.79.50.59RGB: 65.36.52Hex: #412434PMS: 7449 CPMS: NEUTRAL BLACK U
Org Violet
CMYK: 51.81.41.22RGB: 118.65.95Hex: #76415FPMS: 5125 CPMS: 683 U
7
Typography Guidelines
The typography system for New Mexico MainStreet is to be used for print, web, and social media graphics to maintain consistent visual communication across all platforms.
AaAveria Serif Libre
Barlow
Crimson Text
Bb
Cc
use for: headlines
weights: regular, italic, bold, bold italicdownload: Google Fonts
use for: subheadlines, body copy, photo captions
weights: regular, italic, medium, medium italic, semibold, semibold italic, bold, bold italic, extra bold, extra bold italicdownload: Google Fonts, Font Squirrel
use for: professional text, photo captions
weights: regular, italic, semibold, semibold italic, bold, bold italicdownload: Google Fonts
8
Typography Samples
The following typography samples demonstrate how to use the brand typography system only. It is not guiding layout, content, or brand voice and messaging.
The New Mexico MainStreet ProgramHistory of The ProgramIn the late 1970s the National Trust for Historic Preservation developed the Main Street Four-Point Approach® to commercial district revitalization, a comprehensive strategy that encourages economic development within the context of historic preservation.
In 1985, the New Mexico State Legislature funded the New Mexico MainStreet Program to assist local communities in implementing this strategy to revitalize their downtown commercial corridors. Since 1985, New Mexico MainStreet has been fostering economic development in local communities statewide. Based in the New Mexico Economic Development Department, New Mexico MainStreet works with selected local Main Street organizations and municipalities to establish and enhance downtown revitalization programs through public and private partnerships. Thousands of jobs have been created and millions of dollars in private funds have been invested in New Mexico Main Streets since the program began.
New Mexico MainStreet TodayNew Mexico MainStreet currently serves 31 affiliated MainStreet Districts, 12 Arts & Cultural Districts, more than 20 Frontier Community projects, and 8 Historic Theater Initiatives. The Program provides resources, education, training and technical services that stimulate the economic vitality of participating communities while celebrating local heritage and culture. MainStreet is a consensus-building program that fosters community pride and encourages small business growth and expansions, enhanced local employment opportunities, increased tax revenues and property values, and improved quality of life.
Averia Serif Libre as a headline (displayed at 20pt)
Barlow Bold as a subheadline (displayed at 12pt)
Barlow Regular as body copy (displayed at 10pt)
9
Typography Samples
The following typography samples demonstrate how to use the brand typography system only. It is not guiding layout, content, or brand voice and messaging.
Introduction to Crowdfunding
AKA: Online Fundraising
DEFINED
Crowd funding or crowdfunding (alternately crowd financing, equity crowdfunding, or hyper funding) describes the collective effort of individuals who network and pool their money, usually via the Internet to support efforts initiated by other people or organizations. Crowdfunding is used in support of a wide variety of activities, including disaster relief, citizen journalism, support of artists by fans, political campaigns, startup company funding, motion picture promotion, free software development, inventionsdevelopment, scientific research, and civic projects.
Crowdfunding can also refer to the funding of a company by selling small amounts of equity to many investors. This form of crowdfunding has recently received attention from policymakers in the United States with direct mention in the JOBS Act; legislation that allows for a wider pool of small investors with fewer restrictions.Crowdfunding has its origins in the concept of crowdsourcing, which is the broader concept of an individual reaching a goal by receiving and leveraging small contributions from many parties.
Crowdfunding is the application of this concept to the collection of funds through small contributions from many parties in order to finance a particular project or venture.
Crimson Text as professional text (displayed at 10pt)
10
Logo Application
The following are examples of how the provided variations of the New Mexico MainStreet logo can be used across a variety of media and applications as well as which file type would be ideal for the applications presented. Note: Your printer and/or manufacturer may request different file types/formats than what is presented here.
NMMS_Logo_Package > 01-Logo-Vertical > Logo-Vert with Tagline > Full Color > Print > CMYK > nmms-logo-vert-logo-tagline-full-color-cmyk.pdf
11
shirt: nmms-badge-noborder-logo-reverse-cmyk.epsmug: nmms-logo-horiz-logo-full-color-cmyk.eps nmms-badge-border-logo-reverse-cmyk.eps
nmms-logo-symbol-full-color-rgb.jpg nmms-logo-horiz-logo-tagline-full-color-rgb.png
12
Four Point Logos
The Four Point Logo sets are logos developed and designed for New Mexico MainStreet Revitalization Specialists to use on presentations, paperwork, etc., as they deem necessary, to link their work back to the organization as a whole and to further build brand recognition and cohesion.
When using a Four Point logo lockup, using another NMMS logo is not necessary. These logos can be used alone to communicate both New Mexico MainStreet as a whole and the point for which the revitalization specialist works within.
However, the logo guidelines outlined on pages 4 and 5 do apply to these logos as well.
13
Four Point Logos Application The following are examples and ideas of how the Four Point logos can be used across a variety of media and applications.
Powerpoint/Presentation Presenter Slide
Powerpoint/Presentation Title Slide
Design/Communications Proposals
nmmainstreet.org
ROBYNE BEAUBIENNMMS Promotion & Image Development
Robyne Beaubein Consulting
Thank You!
Developing & Managing a SuccessfulBusiness Crowdfunding Campaign
May 15, 2020Presented by NMMS Revitalization Specialists:Amy M. Barnhart, Preservation & Non-Profit Resource DevelopmentRobyne Beaubien, Promotion & Image Development
Weekly Digest
Top Picks in Economic VitalityT H I S W E E K ’ S
News & Resources for your organization and the community you serve
Take the Survey
The MainStreet EV Team has created a short survey for businesses in your district and we would like you to share it with your contacts. All the information collected from your district will be shared with you along with insights from the EV team. We will also use the information to help you design services and programs to assist the businesses in your district. Please take a moment to review the survey and share with the businesses, artists, freelancers, contractors, and nonprofits in your network. THANKS!
TAKE THE SURVEY HERE!
Sleeper Bench
Sleeper (Railroad Tie) Bench w/Backrest
Sleeper Bench w/Steel Banding
Sleeper Bench w/Ornamental Rail Armrests
Carved Railroad Tie Screen
Railroad Tie Installation
Cross-Braced Railroad Tie Sculpture
Railroad Tie (Crosstie / Sleeper) Sculpture
Railroad Tie Sculpture - Nvick Dwyer Artist
Alamogordo MainStreet
Precedent Images – Bench & Sculpture Garden Ideas
Email Communications14
For any further questions regarding logo and brand usage for New Mexico MainStreet, feel free to contact the New Mexico MainStreet Communications & Promotion Specialist at (505) 827-0143.
nmmainstreet.org
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